Global sportswear brand Adidas has sparked outrage and mounting boycott calls following a promo campaign for its single-shoe service for amputees, which stars Shalev Biton, a former Israeli soldier who lost his leg in the 2021 aggression on Gaza.
Human rights groups and pro-Palestinian activists forcefully condemned the commercial, with the BDS movement calling it an open insult to victims of the conflict and a normalization of military abuses. The controversy erupts as thousands of Palestinians in Gaza face life-altering amputations due to ongoing bombardment, according to World Health Organization estimates.
The campaign against the German footwear giant has gained rapid momentum across social platforms, picking up high-profile endorsements from international figures, including Spanish actor Javier Bardem, who publicly voiced support for the boycott
